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Before working on a dissertation, it is important to prepare a research proposal. This post is an example of a short research proposal on a marketing topic for your dissertation help.


Title for this research is "Impact of Marketing Strategies on Customer Buying Behavior: A case of ASDA".


Consumer buying behavior is related to the behavior of an individual, which is related to the purchasing of any product of services. It refers to those actions, which are linked with the purchase of products for personal or household use. The customer buying behavior majorly depends on five steps, i.e. identification of the problem, discover the information, finding the alternatives, buying the product and evaluating the usages after purchase or utilization (Pride, Hughes and Kapoor 2011). Different marketing strategies are followed by different retail stores in UK that effectively helps the companies to retain the old customer and attract the potential customers in order to prepare a strong customer base for the organization.

With the help of different marketing strategies organization tries to influence the buying behavior of the customers to increase the sales revenue and to generate profits. Analysis for the buying behavior of the consumer helps the organization to understand the various aspects of the customers such as reason of buying a particular product. Additionally, it also helps in understanding the source from which the customer gets information to buy the products (Lancaster and Massingham 2010).


Research question for the research is as below:

"What are the marketing strategies of the retail company that impact on the buying behavior of the customers?"

Research Objectives

To obtain the answer of the research question, following research objectives have to be achieved by the researcher throughout the research study:

• To explore the need and impact of marketing strategies in organization.
• To analyze relationship of marketing strategy with the buying behaviour of consumers.
• To understand that roles of marketing strategies to influence buying behaviour and improve organization’s financial performance.
• To recommend some alternative solutions to ASDA to maximize the impact of current marketing strategies and implement some innovative marketing strategies.

Under this section literature review on impact of marketing strategies on consumer buying behavior in context of UK multinational company ASDA will be analyzed.


To obtain the research objectives, researcher will have to conduct the research based on the qualitative research methodology (Zikmund 2003). Data collection is based on both the primary and the secondary data collection technique. Primary data collection method includes semi structured interview and survey through questionnaire method that helps the researcher to understand the viewpoint of the target audience about the research objective. Whereas, secondary data collection method includes different sources such as scholars, journal articles, books, authentic websites including company websites, annual report, etc. that helps the researcher to critically evaluate the objective of the research problem (Crowther and Lancaster 2008).


In order to attain the objectives of the research problem and to complete this research in an effective manner the researcher can face some problems regarding the cost, time and research methodology.



References

Pride, W. M., Hughes, R. J. and Kapoor, J. R. (2011) Business. USA: Cengage Learning.

Lancaster, G. and Massingham, L. (2010) Essentials of Marketing Management. USA: Taylor & Francis.

Crowther, D. and Lancaster, G. (2008) Research methods: a concise introduction to research in management and business consultancy. USA: Butterworth-Heinemann.

Zikmund, W.G. (2003) Business Research Methods. USA: Cengage Learning.

Data analysis is the process of analyzing all the information and evaluating the relevant information that can be helpful in better decision making (Sivia & Skilling, 2006). Data analysis is an important part of your dissertation. This post would be helpful while you do your dissertation. Analysis can be done by using various tools and methods. Data analysis helps in deriving the conclusion out of the gathered information.






 There are various methods that have been adopted by an organization to analyze the accuracy of the data collected. 


Statistical Test: Data that has been collected can be analyzed by doing various statistical tests. Organization can select the type of statistical test on the basis of data collected (Ott & Longnecker, 2008). For example researcher has collected the data through observation then organization should select the correlation statistical method.

Mechanical Techniques: There are various mechanical techniques that can be adopted by an organization. Large amount of data can get scanned through computers and other mechanical devices (Ramsay & Silverman, 2002). This method helps in quick and easy analysis of the collected data and also provides more accurate data.

Interpretations of interviews and case studies: Analysis can be done through the interpretation of the interviews that has been conducted during the data collection. Interpretation of the case studies is also a method of analyzing the data. This will help in acquiring relevant employees for the organization.

Descriptive method: In this method, collected data are organized in such a way that it will describe the nature and type of data collected. This can be done by using various diagrams and tables (Lindlof & Taylor, 2010). It will be helpful in making better decisions. And through the diagram it will be easy to understand and analyze the data.

Data Presentation: All the numerical data that has been collected must be presented in graphical or matrix form so that it will be easy to analyze the data. Some of the ways are histogram, bar chart etc. All the numerical data are put into graphs or matrix and through this calculation can be done easily (Weerahandi, 2003). This will further help in forecasting the future requirements and also help in framing the budgets.

Moving Average Method: In this method, average of the entire variable data is taken out. This method can be used with the time series and it will further help in smoothing the fluctuations that are short term in nature (Raedt & Siebes, 2001). Moving average method also interpret the longer term trends that will also help in adopting some controlling techniques in advance.

References
Lindlof, T.R., & Taylor, B.C. (2010). Qualitative Communication Research Methods (3rd ed.). California: SAGE.
Ott, L., & Longnecker, M. (2008). An introduction to statistical methods and data analysis (5th ed.). USA: Cengage Learning.
Raedt, L.D., & Siebes, A. (2001). Principles of data mining and knowledge discovery. New York: Springer.
Ramsay, J.O., & Silverman, B.W. (2002). Applied Functional Data Analysis: methods and case studies. New York: Springer.
Sivia, D.S., & Skilling, J. (2006). Data analysis: a Bayesian tutorial (2nd ed.). US: Oxford University Press.
Weerahandi, S. (2003). Exact statistical methods for data analysis. New York: Springer.

Primary research refers to the collection of data for the first time. This data is collected for some specific purpose. Primary research is more expensive and time consuming but it will give better results than secondary data (Gratton & Jones, 2010).There are several methods that can be used for research like interviews, questionnaire, surveys, observation etc.

Primary Research Methods

Interviews: Interviews are the useful method; if person’s personal information is required. It can be used in both quantitative and qualitative research. Interviews can be telephonic, face to face. It can be formed in structured and unstructured manner (Pakroo, 2009).

Observation: Data in primary research can be collected through observing the people while working in an organization. Researcher can get information by sitting in the market and observe the customers. Observation is useful if consumption of total time and cost is required.

Questionnaire: Questionnaire is a statement that contains a series of questions that will be asked from respondents. (Walliman, 2005).But sometimes respondents do not give correct information. And researcher can also do manipulations in information that is obtained.

Focus Group: In this method five to eight members sit together and discuss the problem. All members give their views related to problem, this help in getting the required data. It is more useful in organization (Green, 2000).

Surveys: It is the method of collecting information by sending mails of questionnaires to the respondents. It avoids the traveling cost and also consume less time.

Sampling: It is done when new product is launched in the market. Samples of the product are sold in the market to check the response of the customers. Through feedback researcher can improve the quality of product if required.

Researcher can select the methods for primary research on the basis of type of data and information required for the research. If the researcher need personal information from respondents then interview method will be more suitable. Primary research is suitable where the area of research is small. In this, questionnaire method may also be selected because it covers specific area of respondents such as customers, employees etc. Sampling method is also useful for the small area.

References
Gratton, C., & Jones, I. (2010). Research Methods for Sports Studies (2nd ed.). New York: Taylor & Francis.
Green, S. (2000). Research Methods in Health, Social and Early Years Care. UK: Nelson Thornes.
Pakroo, P. (2009). Starting & Building a Nonprofit: A Practical Guide. USA: Nolo.
Walliman, N.S. (2005). Your research project: a step-by-step guide for the first-time researcher (2nd ed.). London: SAGE. Dissertation Help

The objective of the research should be closely related to the research study of your dissertation. The main purpose of the research objective is to focus on research problem, avoid the collection of unnecessary data and provide direction to research study. Research is related to the aspiration and objectives are related to the battle-plan. Objectives should be specific, measurable, achievable, realistic and timely, so that research problem could be explored effectively.

Specific: Objective should be clear and well defined. It helps to specify the research problems and provide proper guideline to find the solution of research problem (Alexander, 2008). Specific objective identify the methods of collecting necessary information related to the research problem.

Measurable: Objectives should be measurable. It improves quality and quantitative of the research study to achieve its goal. The measurable research objectives provide guidelines for the improvement of research design. It is important element to achieve research objectives.

Achievable: Objectives should also be achievable in the time and it should provide accurate result from the use of sufficient resources in the specific time frame. It is related to effective measure of research problem (Atkinson, 2001). Achievable objectives ensure that every process of research is finished in accurate time will help to achieve the goals.

Realistic: Objective should be realistic, so that available resources like as men, money and machines could be used effectively. Objectives are most useful, when they accurately define the problem and take various steps that can be implemented with a specific time period.

Timely: Objective should be measured and achievable into the time frame. The research takes enough time in finding the solution of research problem. Timeline indicate when the objective will be accomplished (Frey & Osterloh, 2002).


In deciding the research questions the consideration over data availability and information sources should be given. Research questions identify trends and provide significance of the study. Decision for research questions selection should based on research design, sampling and collection of the data. Data collection method decision is based on investigation for the problem and units of the study and it affects the selection of research questions. A good research question defines the investigation area, sets boundaries and provides direction in solving the research problem. Research questions should be appropriate with the topic and should find opportunities and commitments related to the study. Research question should be narrow, clarified and well defined (Blaxter, Hughes & Tight, 2006).

References:
Alexander, M. (2008). Management planning for nature conservation: a theoretical basis & practical guide. UK: Springer.
Atkinson, J. (2001). Developing teams through project-based learning. Germany: Gower Publishing, Ltd.
Blaxter, L., Hughes, C. & Tight, M. (2006). How to Research (3rd ed.). Poland: McGraw-Hill International.
Frey, B.S. & Osterloh, M. (2002). Successful management by motivation. Germany: Springer.

Sampling is a process of collecting data, when the population is large for the study. Sampling is research processes of selecting a particular group from a population so that researcher studying the sample and collect the information in a particular group. It is less expensive and takes less time. Sampling may be the only practical method of data collection. (Guire & Pritts, 2007).


Different Methods of Sampling

There are several ways of taking a sample. Several sampling methods may be divided into two methods as probably methods and non-probability methods. These are:

Probability Sampling Methods: In probably sampling, every element in the population has a known. The main reason to use to probability sampling methods is to sample economically. There are four types of probability methods. These are:

Simple Random Sampling: The most basic of the probability sampling methods is the simple random sample. In this method, all participants or elements have an independent chance of being included in the sample. The most common technique for selecting randomly is the lottery and lucky number technique. This method is used to draw a sample from small group in the populations (Bless, Smith & Kagee, 2006).
Stratified Sampling: In this method, population is divided into subgroups such as gender. Firstly researcher identifies the subgroup or strata on the basic of existing information related to the research. The main reason for taking a stratified sample is to have a more efficient sample that provides accurate information.

Cluster Sampling: This method is a combination of simple random sampling and stratified sampling. It is also known as area sampling. A cluster is a unit that contain
a collection of population elements. Cluster sampling selects more than one population element at a time like a street or block of residences. This is useful when the population is spread out geographically.

Multi-stage Area Sampling: It is preferable that cluster are of equal size, otherwise each elements will not have an equal chance of being selected. This method is commonly used in surveys of householders (Gliner & Morgan, 2000).

Non-Probability Methods: In non-probability method, the probability of any particular member of the population being chosen is unknown. These types of methods may be based on judgment rather than probability. There are four types of non-probability methods. These are:
Accidental or Convenience Sampling: The method of convenience sampling is the unsatisfactory form of non-probability sampling. In this method the selection of respondents or elements by accidental. It may be used when the population is high and researcher wants to collect information quickly and economically (Blaikie, 2009).

Quota Sampling: A commonly used non-profitable method is quota sampling. In this method, firstly the population is divided into subgroups like as gender of different age groups. The selection of subgroup depends on the relevance to the research topic.
Judgement or Purposive Sampling: In this method, the researcher selects a sample to specific purpose and sample members required some appropriate judgment characteristics. It is often used to forecast election results.

Snowball Sampling: It is also known as network or reputational sampling. In this method, responded is related to each others. This is also be used to locate natural social networks such as friendship networks. Reduce sample size and costs are advantage of this method (Maxfield & Babbie, 2011).

Selection of Sampling Methods

There are several advantages and disadvantages of each of the sampling methods. Researcher decision is based on specific project or research problem. Selection of sampling methods is based on the accuracy of the information, cost and time period of the survey. The most common criteria for the selection of sampling methods are:


Determine the Objective: Firstly, researcher identity the objectives of the research study or survey. Researcher also identify the budget or time period of the survey. They are providing guideline in the collection of data or information.

Defining population characteristics: Then researcher identifies the populations included in the survey. Analyze each of the populations, groups, geographic areas or subgroups separately and compare them.

Determining the Sample Size: Then researcher is determined the sample frame, sampling unit or target population. Also determine the various resources in used the collection of information.

Performing: Researcher selected sample size and pulled the sample from the entire population of records and it’s time to perform of collect the information (Loughran, 2010).

References:
Blaikie, N. (2009) Designing Social Research. 2nd ed. USA: Polity Press.
Bless, C., Smith, C.H. & Kagee, A. (2006) Fundamentals of social research methods: an African perspective. 4th ed. South Africa: Juta and Company Ltd.
Gliner, J.A. & Morgan, G.A. (2000) Research methods in applied settings: an integrated approach to design and analysis. USA: Routledge.
Guire, S.M. & Pritts, R. (2007) Audio sampling: a practical guide. USA: Focal Press.
Loughran, M. (2010) Auditing for Dummies. USA: Wiley Publishing Inc.
Maxfield, M.G. & Babbie, E.R. (2011) Basics of Research Methods for Criminal Justice and Criminology. 3rd ed. USA: Cengage Learning.